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# Newell opens an Atlanta design center as its Writing business grows
- URL: https://news.knockology.com/newell-writing-growth/
- Published: 2026-09-15T17:00:00.000Z
- Updated: 2026-09-28T18:38:42.000Z
- Description: A September investment in design, with the earnings context behind rOtring and Paper Mate’s parent.
- Author: Thomas
- Tags: Industry, Newell Brands, Paper Mate, Financials, Investment, United States, rOtring, #Import 2026-09-28 19:31

[Newell Brands](https://www.newellbrands.com/?ref=news.knockology.com), the parent of [rOtring](https://www.newellbrands.com/our-brands/rotring?ref=news.knockology.com), [Paper Mate](https://www.newellbrands.com/our-brands/paper-mate?ref=news.knockology.com) and [Sharpie](https://www.newellbrands.com/our-brands/sharpie?ref=news.knockology.com), has opened a **nearly 37,000-square-foot design center across two Atlanta locations**. The September 15 announcement puts a physical address on the company’s investment in design, prototyping and consumer research. [Company announcement](https://ir.newellbrands.com/news-releases/news-release-details/newell-brands-opens-atlanta-design-center-accelerate-brand?ref=news.knockology.com).

## From the idea to the test room

The center combines space at Newell’s headquarters in the Queen Tower at Concourse Office Park with a photo and creative studio at Morgan Falls. The company describes industrial and brand design, visualization, digital prototyping and dedicated consumer-research environments, with designers working alongside marketing, consumer insights, innovation and R&D teams.

One example is its Kids UX Lab, where the company observes parents, caregivers and children interacting with products. Those shared capabilities serve Newell’s wider portfolio; the announcement does not identify a pencil-only laboratory or disclose a separate writing-instrument investment budget.

## Writing is growing; the published number covers more

In its July 31 results, Newell reported **$851 million** of second-quarter Learning & Development sales, up from **$809 million**. The segment’s **4.9% core sales growth** includes Writing and Baby. Both grew on that basis, the company said, but it did not publish a separate Writing percentage. [Second-quarter results](https://www.newellbrands.com/our-stories/newell-brands-announces-second-quarter-2026-results?ref=news.knockology.com).

That is the useful connection between the two announcements: a growing Writing business sits inside a group adding shared design and research capacity. The release does not establish how that spending will affect a particular pen or pencil range. Newell does not report a separate rOtring growth rate here, so the segment result should not be read as a sales figure for rOtring’s pencils.

![Paper Mate is part of Newell’s Writing business. This brand photograph provides portfolio context; it does not show the new design center. Photograph: Newell Brands.](https://news.knockology.com/content/images/2026/09/papermate.jpg)

Paper Mate is part of Newell’s Writing business. This brand photograph provides portfolio context; it does not show the new design center. Photograph: Newell Brands. [Original source](https://www.newellbrands.com/our-brands/paper-mate?ref=news.knockology.com)

## The tariff benefit had not yet become cash

Newell’s companywide quarter also included approximately **$100 million pretax** in recoveries of tariffs expensed in 2025, [plus](https://www.plus.co.jp/?ref=news.knockology.com) approximately **$26 million pretax** relating to the first quarter of 2026\. Those amounts had not been collected at quarter end and had not improved second-quarter operating cash flow.

For the business behind the brands, that distinction is material. The accounts recognized a benefit before the money arrived. It belongs alongside the sales growth and the new design space when assessing what changed at Newell. [Results and cash-flow explanation](https://www.newellbrands.com/our-stories/newell-brands-announces-second-quarter-2026-results?ref=news.knockology.com).